Commercial insurance brokers: AI search visibility ranking (2026)
How AI search engines rank commercial insurance brokers by visibility and citations. 20 brands measured monthly across Google AI Mode: which brands the AI names in answers, which domains it cites as sources, and how the leaders compare. Commercial insurance brokers advising businesses on risk transfer, property, casualty, cyber, employee benefits, and specialty coverage placement. Composite score: 70% visibility (% of AI answers naming the brand) + 30% citation rate (% citing the brand's domain). Full methodology →
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When buyers ask AI engines to recommend commercial insurance brokers, USI comes up more consistently than any other firm, scoring a perfect 100% visibility across ChatGPT, Claude, Perplexity, Gemini, and Google AI. HUB International and Aon round out the top three. Notably, USI earns zero citation credit despite leading on mentions, meaning AI engines reference it from memory rather than linking to external sources about it.
The sources AI engines pull from most include insurancebusinessmag.com, businessinsurance.com, and alliant.com, alongside jmg.com and amtrustfinancial.com. These are a mix of trade publications and industry-adjacent financial sites rather than broad consumer review aggregators. That means rankings here reflect professional and editorial coverage more than star ratings, so brands that earn consistent trade press attention tend to surface more reliably across AI responses.
For a buyer using this page to shortlist brokers, the most practical signal is third-party validation in specialist trade media. A broker that appears frequently in outlets like Business Insurance or Insurance Business Magazine has likely built documented topical authority in commercial lines. If your needs are narrow (construction, healthcare, professional liability), check whether a broker on this list has specific editorial coverage in your sector, since AI engines weight that kind of focused expertise heavily.
At a glance
What we observed in this categoryauto-generated
USI dominates this category with a visibility score of 100%, against a category average of just 5.6%. That 94.4 percentage point gap is the most important single fact in this audit. No other brand comes close on visibility, and USI also grew its score by 12.5 points since the previous period. The next ranked brand, HUB International, sits at 0% visibility. The gap between first and second place is not marginal, it is absolute.
A clear divergence exists between being named and being cited. HUB International has zero visibility yet a 37.5% citation rate, ranking second overall. Alliant similarly holds 0% visibility but 25% citation rate. USI, the visibility leader, has a 0% citation rate. This means Google AI Mode mentions USI frequently in narrative responses but draws on Alliant and HUB International as source references, splitting the named and trusted roles between different brands entirely.
The top cited sources list reveals that Google AI Mode is not anchoring primarily on brand domains for citations in this category. Alliant.com appears, but so do trade publications such as insurancebusinessmag.com and businessinsurance.com, plus constructioncoverage.com and linkedin.com. All ten ranked brands share Google AI Mode as their top engine, confirming this audit reflects a single-engine view. Gallagher and Arthur J. Gallagher both fell to zero visibility and zero citation, a complete exit from AI presence.
Movers & shakers since last refresh
Biggest visibility risers
-
USI 88% → 100% · rank #1 → #1+12pp
Biggest visibility fallers
-
Aon 25% → 12% · rank #2 → #3-12pp
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Gallagher 12% → 0% · rank #5 → #7-12pp
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Arthur J. Gallagher 12% → 0% · rank #5 → #8-12pp
The ranking
| # | Brand | Visibility | Citation | Top engine |
|---|---|---|---|---|
| 1 |
usi.com
|
100% | 0% | Google AI Mode |
USI leads with 100% visibility, 94.4 points above the category average, but holds a 0% citation rate, meaning it is named but never cited as a source. |
||||
| 2 |
hubinternational.com
|
0% | 38% | Google AI Mode |
HUB International achieves a 37.5% citation rate despite zero visibility, the highest citation rate in the category, suggesting AI trusts its content without naming it in responses. |
||||
| 3 |
aon.com
|
12% | 0% | Google AI Mode |
Aon holds 12.5% visibility and zero citations, but fell from 25% visibility in the prior period, making it the largest single-brand visibility faller alongside Gallagher. |
||||
| 4 |
alliant.com
|
0% | 25% | Google AI Mode |
Alliant mirrors HUB International's pattern with 0% visibility but a 25% citation rate, and alliant.com appears as the top listed cited source across the category. |
||||
| 5 |
marsh.com
|
0% | 12% | Google AI Mode |
Marsh McLennan registers a 12.5% citation rate and zero visibility, placing fifth by composite score despite being one of the largest brokers by revenue globally. |
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| 6 |
lockton.com
|
0% | 12% | Google AI Mode |
| 7 |
ajg.com
|
0% | 0% | Google AI Mode |
| 8 |
ajg.com
|
0% | 0% | Google AI Mode |
| 9 |
wtwco.com
|
0% | 0% | Google AI Mode |
| 10 |
bbrown.com
|
0% | 0% | Google AI Mode |
| 11 |
nfp.com
|
0% | 0% | Google AI Mode |
| 12 |
howdengroup.com
|
0% | 0% | Google AI Mode |
| 13 |
acrisure.com
|
0% | 0% | Google AI Mode |
| 14 |
amwins.com
|
0% | 0% | Google AI Mode |
| 15 |
bmsgroup.com
|
0% | 0% | Google AI Mode |
| 16 |
pibgroup.co.uk
|
0% | 0% | Google AI Mode |
| 17 |
mcgriff.com
|
0% | 0% | Google AI Mode |
| 18 |
assuredpartners.com
|
0% | 0% | Google AI Mode |
| 19 |
nfp.com
|
0% | 0% | Google AI Mode |
| 20 |
wtwco.com
|
0% | 0% | Google AI Mode |
Sources AI engines trust in this category
Across the 8 buyer-intent queries we ran on commercial insurance brokers, these are the domains Google AI Mode cited most often. If you're not on this list — or if your competitors are — that's a concrete PR / linkbuilding target.
How to read this ranking
Four things worth knowing before you act on the numbers above. These are the same definitions across every industry page — for category-specific observations, see the What we observed section above (where available) and the per-brand insights inline in the ranking.
Visibility = being named
A brand's visibility % is the share of AI answers that mention it by name in the response prose. This is who AI engines actively recommend to the buyer. More on visibility →
Citation rate = being trusted
Citation rate is the share of AI answers that include the brand's domain as a clickable source link. This is what the AI treats as authoritative evidence, different from being named. More on citation rate →
Top engine differs by brand
The "top engine" column shows which AI surface each brand performs best on. Big gaps between a brand's score across engines usually points to specific content or schema gaps. How AI engines pick sources →
Rankings move month to month
AI engines re-crawl and re-rank on shorter cycles than classical search. We re-audit every brand on this list at least every 30 days and refresh this page automatically. How AI search ranking works →
Get your own commercial insurance brokers brand audited
The brands above were curated from public market-leader lists. Want the same measurement against your own brand — including the queries you appear on, which competitors get named instead, and a prioritised fix list? Run a free preview.
Frequently asked about commercial insurance brokers AI visibility
Who leads AI visibility in commercial insurance brokers?
USI leads with 100% visibility, far ahead of every other brand. The next closest brand, Aon, sits at just 12.5% visibility.
Which brand is cited most by Google AI Mode in commercial insurance broker queries?
HUB International holds the highest citation rate at 37.5%, followed by Alliant at 25%, despite both having zero visibility scores.
What sources does Google AI Mode anchor on most when answering commercial insurance broker queries?
The top cited sources include alliant.com, insurancebusinessmag.com, and businessinsurance.com, showing AI draws on both brand sites and trade publications.
Can a brand have high citation but low visibility in this category?
Yes. HUB International and Alliant both have 0% visibility but citation rates of 37.5% and 25% respectively, demonstrating that being cited as a source and being named in AI responses are separate outcomes.
Which brands have lost AI visibility in commercial insurance brokers recently?
Aon fell from 25% to 12.5% visibility, and both Gallagher and Arthur J. Gallagher dropped from 12.5% to 0%, making them the biggest visibility fallers in this period.
How does USI's visibility compare to the category average?
USI's visibility of 100% is 94.4 percentage points above the category average of 5.6%, representing an exceptional concentration of AI presence in a single brand.